TikTok is an increasingly popular social network created in 2018 by ByteDance, a Beijing-based company. The site has already become the object of scandals: the social network was accused of secretly collecting personal data of users and discriminatory censoring of videos, not to mention the ban on the platform in India and the United States. However, for 2021, TikTok has a daily active audience of 41 million people worldwide.
The secret to TikTok’s popularity is its format. Unlike Instagram, which prioritizes photos, TikTok content consists of short viral videos up to 1-3 minutes long. Due to the peculiarities of this format, distrust of the site arises and myths are born.
Myth one: all TikTok videos are meaningless trash, consisting of mouth opening to music, strange challenges and dances. The first myth is related to TikTok algorithms: the site shows new users the most popular videos, which are most often meaningless. In order to customize your feed, filter the proposed content for several days: mark interesting videos, watch them to the end, put likes, and mark “dislike” to uninteresting videos. Then the TikTok recommended video feed minimizes the content of popular trash videos and challenges.
The second myth: TikTok users consist only of schoolchildren and adolescents According to Mediascope, more than 20 million people use the social network in Europe. Of these, the majority of those registered are between 25-34 years old (25.2%) and 35-44 years old (19.6%). Users under 18 make up 17.3% of the total. Total: about 16 million TikTok users are over 18 years old, and more than half of the social network users are over 25 years old.
If the subject of your business allows, you will find your client at TikTok. Social media marketing tools are different from Instagram or Facebook marketing tools. The main goal of an advertising campaign comes down to one thing – 10% of the technical component, 90% of creativity.
Tik Tok offers customers 5 ways to promote:
Please note that the launch of advertising on the TikTok social network must be negotiated directly with the site administration. However, unlike other social networks, the TikTok administration is closed and only large brands can reach it the first time. Small and medium business representatives will not have enough one try to discuss the details.
Also limited targeted advertising in terms of recruiting mechanics. There is geography, type of connection and operating system, gender. However, the audience of the social network is the same, so focus on the four main metrics of an advertising campaign – likes, comments, hashtags and the number of conversions.
For entrepreneurs who are just mastering the Tik Tok platform, we recommend starting with an advertising campaign using a hashtag. You can either join an existing hashtag that’s popular but doesn’t advertise for another specific brand, or start from scratch by bringing in bloggers or other influencers. A striking example of a successful advertising campaign is the Coca Cola challenge. Social media users shoot creative videos featuring a bottle of drink, but use Tik Tok tools. The number of hashtag views is over six million.
Please note that TikTok is not suitable for complex products or services, the essence of which cannot be understood from the first seconds. The existing marketing strategy of the platform includes mass markets offering clothes, shoes or cosmetics, as well as brands like Nike, Coca Cola, Adidas. Such products are intelligently integrated into TikTok advertising formats.
Remember the limitation – an ad video should not last more than 15 seconds, given that, on average, a user watches an ad for 5-10 seconds. Do not overstretch your ad. Let the video or photo be sharpened not for sale, but for entertainment. Surprise your audience and thereby reduce the time to make a purchase decision to 5 seconds.
Create your TikTok business account. You will be able to develop your own promotion strategy in the new popular social network. Promote your TikTok account and start making money on it. Get first views and instant tiktok likes faster than competitors.